TECHNOLOGYBUSINESS ....................................................................................................................................................................
TECHNOLOGYBUSINESS ....................................................................................................................................................................
Top 5 tips to make quadplay successful
WHAT IS QUADPLAY ?
Quadplay is the merging of landline , mobile , broadband and television services into a single customer offering . 2014 saw several big mergers and acquisitions in the UK Media and Telco market as companies look to position themselves as multimedia providers .
Virgin Media took the lead and other providers have quickly joined the market . Analysts have been eager to highlight concerns around competition , customer service and agility to change , while also referencing the large returns Quadplay could bring . This article explores why companies are pursuing Quadplay , what the key dangers are and our 5 top tips on how to overcome them .
WHY ARE COMPANIES PURSUING QUADPLAY ?
Customer Experience – Customers now demand content anytime , anywhere . The UK leads the world in mobile data usage and with growth in internet and mobile traffic continuing unabated Quadplay can be seen as ‘ giving the customer what they want .’ Customer experience ( CX ) improvements can augment Quadplay to drive sustainable top-line revenue growth . CX improvements create a virtuous circle , increasing customer engagement and brand loyalty , leading to greater consumption across all platforms . It is this virtuous circle that has led to executives targeting Quadplay . Results like AT & T achieved in 2014 when revenue from its U-verse service grew 28 % after improvements in the TV and Internet service provider ( ISP ) product experiences show what is possible .
Data – There are potential big payoffs for the providers if they can capture the whole customer spend as the ‘ me too ’ effect takes hold . Quadplay providers will have a wealth of customer data , giving them incredible insight into people ’ s viewing and browsing habits and blowing open the door to upselling and engaging customers in more high-value services
Revenue – Customers who take up the Quadplay offer will be consuming a wider range of services , across multiple channels . More services means more revenue per customer . As customers become more valuable and Quadplay companies have a richer source of data about that customer , they should be able to offer them tailored services and offers to keep them happy and engaged
Relevance – Previously these companies have been caught out by the fast paced moves of the market ( mobile data , online streaming / Netflix , etc .) There is no sign that the pace of the market will slow , or become any more predictable , and so Quadplay could be seen as their response to this , trying to ensure whichever way the market moves , they ’ re covered and will continue to remain relevant .
WHO ARE THE KEY PLAYERS IN MEDIA AND TELCO ?
Comcast is leading the way in the US . However , analysts predict only 13 % of households will take a Quadplay package by 2016 . The US shows that results will not be achieved overnight . 1
WHAT ARE THE DANGERS ?
Customers will expect increased levels of service from Quadplay companies , meaning these companies will need to truly integrate , focus on delivering what the customer wants and ensuring positive customer interactions across all platforms . Evidence showing , 15 % of bundled television customers , looked to switch in 2014 compared to 8 % of regular customers 2 shows that if companies don ’ t deliver what consumers want they will have little hesitation in leaving .
The integration challenge ( culture , people , technology ). Merging these huge companies will provide big organizational challenges , both from the perspective of aligning organization structures ( roles and teams ), with the associated loss of people , and combining company cultures . Companies will face a challenge in determining which of the merged entities solutions to use , or whether to define their own , new solution , while managing the uncertainty of their workforce .
Specialists will have lower overheads and can focus their investment on one thing , rather than spreading it across many things ( Fibre-optics , 4G network , etc .), giving them the ability to be more agile and responsive . In a market where the focus is always on the latest technology , this could be key .
1 2 http :// www . telecomstechnews . com / news / 2014 / aug / 01 / can-Quadplay-take-uk / Ofcom Consumer Experience Report 2014
14 CIO Magazine Autumn 2015 Issue